Q4 手机家电市场调研-华南 20260114 摘要 2025 年第四季度，广东地区未受国补退坡显著影响，因全年国补对冲。 小米手机板块销量持平，但因价格上涨，销售额增长约 8%。大家电板 块全年 GMV 同比增长约 50%，但四季度持平。可穿戴设备占比稳定在 18%-20%左右。 小米 17 系列新机发布初期（10 月）业绩爆发式增长，但 11 月和 12 月 大幅下滑。国家补贴常态化导致消费者持观望态度，零售门店促成交易 难度增加。6 月底至 10 月中旬国补暂停期间，销售额断崖式下滑。 2025 年小米手机销量持平，单价微涨 6%-7%。大家电全年 GMV 增长 50%，可穿戴设备占比稳定。手机销售额占比 65%-70%，大家电占比 10%-12%，其余为其他产品。 小米 Ultra 系列手机 2025 年 12 月上市，销量略低于上一代，但性能和 质量提升，特别版价格达 8,999 元，用户评价较好。舆论风波可能影响 部分消费者购买决策。 2026 年小米高端机型（3,500 元以上）占比增至 35%，主要归功于高 端机型销量提升，而非依赖补贴。小米 17 Pro 和 17 Pro Max 在无补 贴 ...

在两江新区京东MALL，记者看到，"政府补贴、以旧换新"的宣传海报随处可见，前来咨询和选购的市 民络绎不绝。刚刚在收银台办完手续的市民周女士介绍："家里的空调用了八年多，制热效果越来越 差。正好赶上新政策实施，就来换一台一级能效空调。"她算了一笔账，新空调享受折扣后价格近7000 元，叠加15%的政府补贴，可省下约1000元，"不仅购买省了钱，也更节能省电，长远看很划算。" "今年政策启动后，门店客流量和销售额大幅提升，客流量环比激增110%。"该门店相关负责人表示， 政策还推动了从销售到服务的生态升级，门店联合品牌推出"旧房局改"方案，带动家电家居一体化消 费，实现销售额环比倍增。同时，政策的实施也让消费者的消费观念也发生了转变，从以往"买便宜 的"转向"买对的、买好的"，绿色智能家电成为主流选择，销量占比高达65%，远超去年同期。 市商务委监测数据显示，截至1月11日，全市家电以旧换新补贴累计交易60870笔，累计发放补贴约4600 万元，直接带动家电销售3.246亿元。 新年伊始，重庆全面启动新一轮消费品以旧换新补贴政策，覆盖家电、数码智能产品等多个领域，为市 民送上开年"消费礼包"。政策落地以来，市场 ...

Core Viewpoint - The article highlights the significant growth and transformation of Guangdong's manufacturing industry, particularly in the context of the upcoming Spring Festival, showcasing the region's products and innovations to global consumers [3][12]. Group 1: Overview of Guangdong's Manufacturing - Guangdong's industrial economy has evolved from small-scale operations to a leading position, with classic products like home appliances and textiles now complemented by high-tech goods such as drones and 5G smartphones [8][10]. - The "Guangdong Goods Going Global" initiative aims to promote local products through various online and offline activities, enhancing visibility and sales on major e-commerce platforms [8][9]. Group 2: Technological Advancements - Guangdong produces 70% of the world's consumer drones, 40% of smartphones, and significant portions of industrial robots and integrated circuits, indicating its strong manufacturing capabilities [9][10]. - Traditional industries in Guangdong are undergoing transformation through technological innovation, with companies like Gree and TCL achieving remarkable efficiency improvements [10][11]. Group 3: Focus on Foshan - Foshan, as the first stop for the "Guangdong Goods Going Global" campaign, exemplifies the region's manufacturing strength, contributing nearly 30% of Guangdong's revenue in the home appliance sector [12][13]. - The city is actively promoting the transformation of traditional industries and has seen an average production efficiency increase of 16% through digitalization [12].

Core Viewpoint - In 2025, China's foreign trade reached a record high of 45.47 trillion yuan, with exports growing by 6.1% and imports by 0.5%, maintaining its position as the world's largest goods trader [1][2] Trade Growth - China's imports and exports achieved a 3.8% growth in 2025, marking the ninth consecutive year of growth since joining the WTO [2] - In December 2025, monthly trade reached 4.26 trillion yuan, a 4.9% year-on-year increase, setting a new record [2] - High-tech product exports increased by 13.2%, contributing 2.4 percentage points to overall export growth [2] Sector Performance - Exports of specialized equipment, high-end machine tools, and industrial robots grew by 20.6%, 21.5%, and 48.7% respectively, with industrial robots becoming a net export product for China [2] - In the green energy sector, exports of lithium batteries and wind turbine generators rose by 26.2% and 48.7% respectively [2] - The artificial intelligence sector saw significant growth, with laser radar imports increasing by over 20% and exports of optical transceiver modules rising by nearly 60% [3] Market Diversification - In 2025, China engaged in trade with 249 countries and regions, with 14 exceeding a trade volume of 1 trillion yuan [4] - The concentration of trade partners decreased, with the top ten partners accounting for 47.7% of total trade, down from the previous year [4] Regional Trade Developments - Trade with ASEAN exceeded 1 trillion USD, and trade with Central Asian countries surpassed 100 billion USD [5] - Cooperation with Africa and Latin America deepened, with significant growth in exports of agricultural and engineering machinery [5] Import Trends - In 2025, imports reached 18.48 trillion yuan, marking a historical high and maintaining China's position as the second-largest import market globally [7] - The decline in international prices for major commodities impacted overall import growth, reducing it by 1.4 percentage points [7] Future Outlook - The external environment for foreign trade in 2026 is expected to remain challenging, with global trade growth projected to slow significantly [7][8] - China's institutional, market, industrial, and talent advantages are expected to enhance its resilience against risks, maintaining a solid foundation for foreign trade [8]

Core Insights - China's foreign trade achieved a record high of 45.47 trillion yuan in 2025, with a year-on-year growth of 3.8%, maintaining its position as the world's largest goods trader [1][6] - The export of high-tech products increased by 13.2%, contributing 2.4 percentage points to overall export growth [2] - The diversification of trade partners is evident, with trade relations established with 249 countries and regions, and a decrease in concentration among the top ten trading partners [4][5] Trade Performance - In 2025, exports reached 26.99 trillion yuan, growing by 6.1%, while imports totaled 18.48 trillion yuan, with a modest growth of 0.5% [1] - December 2025 saw a record monthly trade volume of 4.26 trillion yuan, marking a 4.9% year-on-year increase [1] - The import market remains robust, with China expected to be the world's second-largest import market for 17 consecutive years [5] High-Tech and Green Products - High-tech product exports, including specialized equipment and industrial robots, saw significant growth, with industrial robot exports increasing by 48.7% [2] - Green energy products, such as lithium batteries and wind turbines, also experienced substantial export growth, with increases of 26.2% and 48.7% respectively [2] Market Diversification - Trade with emerging markets is expanding, with notable growth in exports to ASEAN, Central Asia, and Africa [3][4] - The trade relationship with Europe remains strong, with over 50% of cosmetics and nearly 60% of automobiles imported from Europe, while exports of pharmaceuticals and industrial robots to Europe grew by over 20% [5] Future Outlook - The external environment for trade in 2026 is expected to be challenging, with global trade growth projected to slow down significantly [6] - Despite these challenges, China's institutional, market, and industrial advantages are expected to enhance its resilience in foreign trade [6]

Core Insights - China's foreign trade demonstrates remarkable resilience amidst a global slowdown, with exports reaching 26.99 trillion yuan, a year-on-year increase of 6.1% [1][2] - The country has transitioned from "Made in China" to "Intelligent Manufacturing in China," focusing on high-value, differentiated products [1][3] - Innovation is identified as the key driver for China's foreign trade, enabling the country to overcome uncertainties and enhance competitiveness [2][3] Export Performance - Exports of specialized equipment, high-end machine tools, and industrial robots grew by 20.6%, 21.5%, and 48.7% respectively, with industrial robots becoming a net export for the first time [1] - The export of smart robots and other high-tech products has seen significant growth, with some categories experiencing over 60% increase in exports [2] Market Adaptation - Chinese companies are successfully integrating traditional craftsmanship with modern innovation, as seen in the examples of ceramic decorations and desert air conditioners [2] - The shift in focus from quantity and price competition to intelligence and innovation reflects a strategic move towards higher value in the global supply chain [3] Economic Transition - China's economy is undergoing a critical phase of transformation, moving away from investment-driven growth towards innovation-driven development [3] - The emphasis on innovation is crucial for maintaining stable growth in foreign trade and accelerating economic transformation [3]

Group 1 - The "Guanghuo Xing Tianxia" spring action launch ceremony and home appliance promotion event will start on January 15 at the Tanzhou Convention Center in Foshan, with over 1,300 local home appliance companies participating [1] - Guangdong is a core region for China's home appliance industry, having achieved over 10 national firsts in various categories since the reform and opening up, including production volume of air conditioners and rice cookers [1] - The focus of Guangdong's manufacturing has shifted from "mass production" to "intelligent manufacturing" due to challenges such as rising costs and global supply chain changes [1] Group 2 - Guangdong home appliance companies are integrating IoT, AI, and big data into R&D and production, with the smart home appliance industry in the Guangdong-Hong Kong-Macao Greater Bay Area expected to account for nearly 30% of the global market by November 2025 [2] - Gree Electric has been recognized as a national "leading-level" smart factory, while Midea showcased its innovative technology at the Berlin International Consumer Electronics Show [2] - The event will feature a dual marketing strategy of "online + offline," utilizing major e-commerce platforms and live streaming to effectively reach consumers and enhance brand influence [2] Group 3 - The first quarter will see 18 supporting activities under the "Guanghuo Xing Tianxia" initiative, aimed at integrating resources from leading enterprises, research institutions, and industry associations to create a precise resource matching hub [3] - These supporting activities are crucial for building a healthy industrial ecosystem, transforming the event into a platform for technology exchange, industry connection, and cultural promotion [3] - The initiative aims to enhance the image of Guangdong manufacturing, showcasing not only production capacity but also innovation and advanced technology [3]

Group 1 - The "Guanghuo Hang Tianxia" Spring Action will be launched on January 15 in Foshan, featuring a special promotion for home appliances with participation from five key companies from Zhuhai, showcasing innovative products such as smart air conditioners and audio equipment [2] - The event aims to boost market expansion and sales, gathering over 1,300 home appliance companies from the province, including major brands like Midea, Gree, and Hisense, to display high-quality products and conduct live-stream sales [2] - Gree Electric will promote its air conditioning products, emphasizing core technologies such as smart energy-saving and variable frequency control, while HiVi Technology will showcase its audio products, highlighting acoustic design and craftsmanship [2] Group 2 - The Spring Action is organized by various provincial departments to enhance the visibility and market influence of high-quality Guangdong products, aiming for breakthroughs in online sales and generating a sales surge [3] - Over 6,000 companies from various sectors, including home appliances, clothing, and agriculture, will participate, supported by more than ten major commercial platforms like Alibaba and JD.com [3] - The initiative will select key industries and outstanding brand companies to conduct weekly online and offline sales activities, facilitating the connection between production and sales, and promoting Guangdong products nationwide and globally [3]

Group 1: App and Company Overview - The "Are You Dead?" app has gained significant popularity, with a rapid increase in downloads by 100 times since its launch, which had an initial investment of just over 1,000 yuan and was developed in less than a month [1] - The app's daily new user count has surged by 500-800 times compared to its initial phase, leading to a company valuation increase to approximately 100 million yuan from 10 million yuan within two days [1] - The app's founder plans to sell 10% of the company's equity for a financing amount in the tens of millions, despite the name "Are You Dead?" being criticized for its negative connotation, prompting a rebranding to "Demumu" for the upcoming version [1] Group 2: Societal Trends and Market Potential - The emergence of the "Are You Dead?" app reflects a growing trend in the "loneliness economy," which is a response to the increasing number of individuals living alone, particularly among urban youth [2][3] - By 2030, it is projected that the number of people living alone in China could reach 150-200 million, with the solo living rate exceeding 30%, driven by factors such as urban migration and changing marriage views [3] - The "loneliness economy" is expected to grow rapidly, with a focus on products that provide emotional value and cater to the needs of individuals living alone, indicating a significant market opportunity [3][5] Group 3: Emotional and Material Needs - The loneliness economy encompasses both emotional and material needs, with young individuals seeking emotional release and social interaction while feeling fatigued by interpersonal relationships [5][7] - The market for companionship services is expanding, with offerings ranging from online companionship to in-person activities, reflecting a growing demand for emotional fulfillment [7] - The rise of AI products and pets as alternatives for companionship is notable, with AI companionship market revenues projected to soar from $30 million to between $70 billion and $150 billion by 2030 [12][16] Group 4: Industry Developments and Consumer Behavior - Major companies are entering the AI companionship and pet markets, with significant investments and product launches aimed at meeting the emotional needs of consumers [15][16] - The pet industry is also experiencing rapid growth, with a projected market size of 312.6 billion yuan by 2025, driven by younger generations who view pets as family members [16][19] - The food and beverage industry is adapting to the needs of solo diners, with businesses like Haidilao innovating their offerings to cater to individual consumption patterns [20][22]

中央经济工作会议提出，"坚持内需主导，建设强大国内市场""深入实施提振消费专项行动""坚持'双碳'引 领，推动全面绿色转型"。今年是"十五五"开局之年，我国绿色消费市场规模有多大？"十五五"时期如何扩 大绿色消费？聚焦舆论关注的重点问题，央广网约请相关领域专家深入解读。 √)近年来,我国在推进绿色消费方面取得 积极成效,绿色消费潜力持续激发。 推进以旧换新政策,提高消费的"含绿量" 2024年-2025年 实现汽车以旧换新1830万辆, 其中新能源汽车占比近60% 实现家电以旧换新1.92亿台,其中一级 能效（水效）占比达到了90%以上 以旧换新政策带动消费品销售额 3.92万亿元，惠及消费者4.94亿人次 推进绿色供应链建设,构建绿色流通体系 目前,全国托盘的标准化率已经达到37.8% 。循环共用托盘约5000万片 保守估计可节约2.5亿片一次性托盘, ~保护5000万棵树木免于砍伐 ⁄ 减少碳排放200万吨以上 线 绿色分庄 达到1092个 建巩固伏 约6500万平方米 完善绿色循环回收体系,促进资源循环利用 2025年全国更生资源回收总量 约3.8亿吨 培育绿色流通企业,发挥引领带动作用 截至目前,全国 ...